Director, Digital Commerce

This role will drive strategic coordination for growth, profitability, and operational excellence of all Direct-to-Consumer (D2C) and Third-Party Marketplace businesses. Serving as business owner, they are accountable for achieving Annual Sales, Margin, Profitability, Customer Acquisition, Retention, and Operational Performance goals for this channel. The role operates as the hub of the end-to-end digital commerce ecosystem including D2C storefronts, Marketplace expansion, digital merchandising, promotions, customer retention programs, Affiliate commerce, loyalty programs, Marketplace operations, commerce technology platforms, and digital commerce analytics, coordinating across a Team of cross-functional, subject-matter experts. They will develop and execute long-term digital commerce strategies designed to accelerate Revenue Growth, improve Customer Lifetime Value, increase Operational Efficiency, and Maximize Profitability across digital selling channels both domestically in the USA, and spearhead DTC expansion internationally.

KEY RESPONSIBILITIES

Own the Digital Commerce P&L across all D2C and Marketplace channels. Develop and execute annual and long-range strategic plans to drive sustainable Revenue growth and Profitability. Establish channel-specific growth strategies, forecasts, budgets, and operating plans. Identify and evaluate new commerce opportunities, partnerships, and emerging sales channels. Present business performance, forecasts, and strategic recommendations to Executive Leadership. Partner with Finance to develop Revenue, Margin, and profitability forecasts and ensure achievement of Annual Operating Plans. Drive a culture of accountability, continuous improvement, and data-driven decision making. Direct-to-Consumer (D2C) Business Management Lead all D2C commerce activities across owned digital storefronts. Drive improvements in conversion rate, average order value, customer lifetime value, and overall site profitability. Own site merchandising strategy, product presentation, content optimization, and customer experience enhancements. Co-develop digital storefront roadmap including new features, functionality, integrations, and customer experience improvements. Identify opportunities to improve Customer Acquisition, retention, and lifetime value through enhanced customer experiences and commerce capabilities. Ensure alignment between Inventory, Assortment, Pricing, and Promotional strategies. Scale the domestic D2C business in the USA and launch in key international markets. Customer Retention & Loyalty Partner closely with Marketing to develop customer retention strategy across D2C channels. Support Lifecycle Marketing initiatives including email and SMS programs. Help develop Customer Segmentation, Personalization, Customer Journey, and Retention strategies. Manage Loyalty and Rewards programs designed to increase Repeat Purchase behavior and Customer Lifetime Value. Affiliate Commerce & Partnership Development Lead Affiliate commerce strategy and partner development. Identify, onboard, and manage Affiliate marketing partners, publishers, content creators, and commerce networks. Expand commerce partnerships that drive incremental Revenue and Customer Acquisition. Evaluate emerging Affiliate and partnership opportunities that support business growth objectives. Own TikTok Shop strategy, growth, and profitability. Develop creator commerce programs that drive traffic and conversion. Lead livestream commerce initiatives and promotional campaigns. Establish TikTok Shop as a strategic growth channel within the digital commerce portfolio. Monitor platform health metrics, fulfillment performance, customer ratings, and profitability. Evaluate emerging social commerce opportunities and platforms. Marketplace Business Leadership Own Marketplace strategy, performance, and profitability across all third-party commerce channels including: Target+ Best Buy Marketplace Nordstrom Marketplace eBay Additional emerging Marketplaces Develop Marketplace growth plans including assortment expansion, pricing strategy, promotional planning, and operational excellence. Monitor Marketplace health metrics and performance scorecards. Lead new Marketplace onboarding and channel expansion initiatives. Ensure Marketplace compliance and operational excellence across all platforms. Partner with Marketplace account management teams to maximize sales performance, operational execution, and customer experience. Evaluate and prioritize new Marketplace opportunities based on strategic fit, profitability, and growth potential. Own the annual digital promotional calendar across all D2C and Marketplace channels. Develop promotional strategies that balance Revenue growth, Profitability, Inventory objectives, and Customer Acquisition goals. Lead planning and execution for key commerce events including: Walmart Deals Events Target Circle Week TikTok Shop Campaigns Black Friday / Cyber Monday Holiday Selling Events Seasonal campaigns Marketplace-specific promotional events Oversee digital merchandising standards, assortment strategies, category optimization, product launches, and content presentation. Partner with Sales, Marketing, Product Development, Inventory Planning, and Supply Chain teams to align promotional activities with business priorities. Drive continuous improvement in product discoverability, assortment productivity, and customer conversion. Commerce Operations & Technology Work closely with IT Business Partners and external vendors developing our digital commerce technology ecosystem. Help support continuous improvement initiatives across commerce operations and technology ensuring platform scalability, operational efficiency, and support for future business growth. Partner on new technologies that enhance customer experience, operational efficiency, and Revenue growth. Channel Integration & Marketplace Operations Partner with functional experts on business management and strategic direction of the Channel Integration Platform (Rithum) overseeing: Product syndication Marketplace onboarding Inventory synchronization Pricing governance Establish operational processes and controls that ensure Marketplace accuracy, efficiency, and scalability. Develop best practices for Marketplace operations, product content governance, and digital commerce execution. Ensure operational readiness for new channel launches and Marketplace expansions. Analytics & Business Performance Establish and maintain digital commerce reporting, forecasting, and performance measurement frameworks. Develop KPI scorecards across D2C and Marketplace businesses. Monitor and optimize key performance indicators including: Revenue Gross Margin Contribution Margin

EBITDA

Conversion Rate Average Order Value Customer Lifetime Value Repeat Purchase Rate Retention Rate Marketplace Profitability Utilize data and analytics to identify growth opportunities and support strategic decision-making. Develop executive-level reporting and business reviews that provide visibility into business performance and future opportunities. Leverage customer, product, and channel data to drive strategic planning and resource allocation. Leadership Recruit, develop, and lead a high-performing digital commerce organization. Foster a culture of accountability, innovation, continuous improvement, and operational excellence. Establish clear goals, development plans, and performance expectations for team members. Build strong partnerships across Sales, Marketing, Supply Chain, Information Technology, Customer Service, Finance and Product Development teams. Lead organizational development efforts to ensure the team possesses the capabilities required to support future growth. Promote collaboration, transparency, and effective communication across the organization.

QUALIFICATIONS & EXPERIENCE

Bachelor’s Degree in Business, Marketing, eCommerce, Finance, or related field required. MBA or advanced degree preferred. 10+ years of progressive digital commerce leadership experience Demonstrated success managing multi-channel D2C and Marketplace businesses – US experience required, +International preferred. Significant experience owning P&L responsibility and driving profitable growth. Broad understanding of Shopify Plus, Shopify Markets, Marketplace ecosystems, social commerce, channel integration platforms, and modern commerce technology stacks. Experience in Customer Retention programs, Loyalty initiatives, email marketing, Affiliate commerce, and Marketplace expansion. Strong analytical and financial acumen with experience developing forecasts, business cases, and growth strategies. Experience managing commerce platforms, channel integrations, and digital merchandising operations. Proven ability to lead cross-functional teams and execute complex digital commerce initiatives. Excellent communication, presentation, and organizational leadership skills. Demonstrated ability to operate effectively in a fast-paced, growth-oriented environment.

PHYSICAL DEMANDS

While performing the duties of this job, the team member is regularly required to talk or hear. The team member frequently is required to sit; have flexible use of hands; reach with hands and arms; and stoop, kneel, crouch, or crawl. The team member is occasionally required to stand and walk. The team member must regularly lift and/or move up to 10 pounds and occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus. #J-18808-Ljbffr Kids2